Adzooma

An onboarding flow that earns the second session

Role & Position: Senior Designer
Services: Onboarding, Product design, UX/UI

A guided onboarding flow built to get new users connecting their Google, Microsoft and Facebook ad accounts during their first session, so they see real value from Adzooma before they ever leave.

The Challenge

Without a connected ad account, Adzooma has nothing to work with, no score, no opportunities, no reports. If a new user created an account but left before connecting a platform, there was a real risk they'd never come back to finish. The onboarding needed to make connecting accounts feel like the obvious next step, not a separate task to pick up later.

What We Did

I designed a 3-step signup flow, account, profile, plan, working closely with the Product Owner and engineer. Each step explains what the user gets before asking for anything: selecting priorities like PPC audits or SEO reporting, then a dedicated step for connecting Google, Microsoft and Facebook ad accounts directly inside onboarding, with clear reassurance about data safety and a skip option so nobody's forced through it. A 'Welcome to Adzooma' moment after account creation sets expectations for what's next, and SEO and Web Metrics profile setup follow the same pattern, explaining the value of each report before asking the user to fill anything in.

The Solution

New users are told exactly what's ahead from the moment they sign up, and connecting an ad account happens as part of that same first session rather than being left for later. Small moments, like the account creation confirmation and a completed connection state, mark progress along the way, so the flow feels like forward motion rather than a form to get through.

Retention

+16%

Estimated improvement in user retention post-launch.

Iteration

-8%

Reduction in design iteration time thanks to the shared system.

Feature Set

-40%

Legacy features consolidated or removed in the refocus.

Key Deliverables

3-step signup flow: account creation, profile setup, plan selection
'Welcome to Adzooma' flow outlining next steps after signup
Ad account connection step for Google, Microsoft and Facebook, with a skip option
SEO and Web Metrics profile setup, explaining the value of each report before input

Retrospective

Building account connection into onboarding itself, rather than treating it as a setting to configure later, came from a simple assumption: the harder something is to come back and finish, the less likely it gets finished. Explaining the value of each step before asking for input mattered more here than in most flows I've designed, users had given us nothing yet, so we had to earn each ask.

If I ran this again, I'd want real drop-off data from the old flow before designing the new one, rather than working from the assumption that connecting accounts was the biggest risk point.